| 摘要: | 本研究問題是探討美學行銷、美感體驗與品牌態度之關係，藉由文獻之引用及邏輯之推理，發現其彼此間具有相當之影響力。
本研究是透過便利問卷的方式，請宜家家居、特力和樂、無印良品、生活工場等家飾品零售店之消費者幫忙填寫。總共發放450份問卷，回收有效問卷共423份。經過層級迴歸分析，本研究發現，在年齡、可支配所得等控制變數下，風格、感性、創新之美學行銷與品牌態度呈現正相關；形式性、表達性、象徵性之美感體驗，對美學行銷與品牌態度之關係亦分別呈現正相關，並具有部份中介效果。
因此，企業要創造消費者正面的品牌態度及美感的消費經驗，可以針對不同的產品與服務提供適當的行銷策略，營造美感的體驗，刺激業者的績效。除了對研究結果提出解釋外，並提出實務管理意涵及後續研究建議，期望本研究可提供業者作為行銷策略及經營管理上之參考。
This study is to explore the relationship between the aesthetic marketing, aesthetic experience and brand attitude, by reference to the literature and logical reasoning that has considerable influence in each other.
In this study, through the facilitating questionnaires, let the consumers of home accessories retailer of IKEA, HOLA, MUJI and Working House to help replying it. Is-sued a total of 450 questionnaires, a total of 423 valid questionnaires through hierarchi-cal regression analyze. In this study I found that under the controlled variables such as age, disposable income, the aesthetics of style, sensibility, innovative marketing and brand attitude positively correlated；Formally, expression, symbolic aesthetic experience, aesthetic marketing and brand attitude were positively correlated. Also it had a partial mediating effect.
Therefore, to create consumer a positive brand attitude and aesthetic of the con-sumed experience, it can provide appropriate marketing strategies for different products and services, to create the wonderful experience, and stimulate the performance of the industries. In addition to explain the results also put the forward practical managerial meaning and future researches, and hope that this study will provides a reference for the industry as a marketing strategy and management. |
